River Island’s New Advert Offers with the Household Stereotype

River Island faucets Studio Blvd for a marketing campaign that targets homogeneous household illustration. The newest initiative is boosted with the hashtag #ThisIsFamily on social media and it seeks to liberate it from conventional stigmas.

The advert sees the fashionable household — “multi-ethnic […], same-sex dad or mum […] and blended households.” It’s basically the antithesis of the nuclear household which is “now lower than one-third […] within the UK.” River Island’s marketing campaign is comprised out of a sequence of pictures, in addition to a 40-second video. The playful initiative will run in-store and accross digital platforms.

The celebration of diversification of household illustration is basically nothing new for River Island. The model has constructed a voice that actively advocates for tolerance accross areas and helps love and an open-mind towards range.

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